THE 7 PRINCIPLE OF DIRECT MARKETING [The Ad That Can’t Be Resisted]

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WHAT YOU WILL LEARN

There are seven (7) simple but effective principles to write amazing direct response marketing that will make your sales journey a worthwhile. And in this part of this report, I will be dissecting the principles one by one as stated below and you will be learning how to craft ads that will make your potential customers begging you to collect their money without any complain -

1.   HOW TO CRAFT PERFECT ATTENTION GRABER HEADLINES

2.  HOW TO DEVICE OFFER THAT YOUR PROSPECT CANNOT AVOID TO MISS

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3.   HOW TO CRAFT THE CALL TO ACTION THAT CAN REALLY TRIGGER

4.   HOW TO EMBED THE SENSE OF URGENCY THAT WIN CUSTOMER EMOTIONALLY

5.   THE BEST WAY TO MASTER WHAT TRACKING AND TESTING IS AND HOW RELEVANT IT IS TO YOUR MARKETING STRATEGY

6.   HOW TO PROOF TO BE CREDIBLE BEFORE YOUR PROSPECT IF AT ALL YOU HAVE NOT BUILT ANY ONE BEFORE

7.   HOW TO LET YOUR PROSPECT SEE YOU AS HAVING HIS GOOD IN MIND BY TAKING AWAY RISK FROM HIS SHOULDER

 

INTRODUCTION

So, let’s get things right now, and you need to know one thing is common to success in life and that thing is principle, when your marital life is guided by proofing principle you have no choice than to make it successful, if your educational career is guided by principle you have no choice than to be successful. Instead of doing things randomly please let principle guide you in every steps of your life unless you want to do that thing just for fun.

Hence, having a successful direct response marketing that will bring desire result, it means you need to take calculated steps that is strategically planned, it means you had already know where and how it will land you. So this is how I want you to be thinking when it comes to your marketing advertisement strategy.

Now let me go ahead with the first 3 principle that is a must before I go to complimentary ones, though they are seven together and they all matter but one part serve as a foundation that other part need to build on.

 

Thanks for this moment.

 

THE FIRST 4 CORE PRINCIPLES OF DIRECT MARKETING

 

TH PRINCIPLE NO 1 SAYS:

YOU MUST START THE AD MESSAGE WITH CONTENT THAT GUARANTEED THAT TARGET AUDIENCE, WILL PREFER TO LEAVE WHATEVER THEY ARE DOING AND STOP BY AND READ OR VIEW .

So, how can you achieve this? It means you need to be skillful in grabbing people’s attention, I meant you must be able to arrest their attention with the headline that communicate directly to their logical and emotional need.

It means you need to deploy the contents they can relate with as result of their past or present experience, make use of the content that appeal to their sense of urgent satisfaction, need, want or class of respect.

For instance when you are directing your ad message to class of women that having issues with their marital life. Why can’t you write simple headline like this?

“a broken home doesn’t meant a broken life, LINDA IKEJI had a broken home for good 3 years but later conquered with just 3 steps that I will like to share with you in this article, which are very easy to apply…”

Another example, for instance if you want to make your product appeal to some class of people that follow certain celebrity or public figure, you can just go thus:

“the no 1 reason why Naira Marley decided not to be wearing trouser with a belt is……..”.

As you can see what I’m trying to achieve so think deeply and let your headline appeal to group of people you are targeting.

 

So, let’s move on to principle no 2.

THE PRINCIPLE NO 2 SAYS:

YOU MUST CREATE AN OFFER IN YOUR AD MESSAGE THAT WILL MAKE YOUR TARGET AUDIENCE THINKING THAT IF THEY MISS THIS OPPORTUNITY THEY ARE DOOM.

So, my friend how can you achieve this in your direct response marketing?

Frankly speaking, if you want your audience to response to your advertisement immediately, you must make them offer. Please never talk of your product or service and leave it there, thinking that your audience will act. It will never happen at all, you need to make an offer that will make them go crazy and act immediately.

Let me use these two different samples below so you will understand what I’m try to bring home:

 

MAN AND MEN INVESTMENT LTD

 

“if your bank keep on deducting your savings unreasonably just withdraw your money and come an invest with us as we are opening fresh branch in Lagos Mainland” 

 

And this

 

REALITY HELP INVESTMENT LTD

 

“our investment opportunity give you 30% - 50% returns on every penny you keep with us, there is no reason you allow your savings keep diminishing in any bank”

 

Let’s assume you came across these two ads which one will you respond to, let’s be sincere. And please from now never present your product or service before any prospect without add additional offer that will make them see it as last chance opportunity. Ok?

 

I don’t want to waste your time once you are getting my message I’m passing across, so let’s move on to the next principle.

 

PRINCIPLE NO 3 SAYS:

NEVER ASSUME YOUR AUDIENCE WILL KNOW WHAT TO DO ABOUT YOUR AD MESSAGE BUT MAKE SURE YOU TELL THEM EXACTLY WHAT YOU WANT THEM TO DO.

 

This where a lot of marketer leave money on their prospects table and allow it to be taken away by another marketers that are very smart. This is where call to action matter so much in your ad message.

 

You must tell them exactly you want them to do never in your life assume they know what next if you really want them to response, though I said offer will make them to response but to enter the main room and drop that money in your bank account please tell them exactly what you want them to do.

 

And how can you deploy what I called call to action magic?

 

I will use another typical example and I will let you choose which one will help audience to act base on your ad message.

 

Here I go:

 

“We are organizing A 3 Day Seminar For Any Realtor Internet Marketers Living In Lagos [With A FREE Lunch] On How To Make Use Of Messenger Chatbot To Bring In More Prospects. Please Your Presence Is Very Important”

 

 And this:

 

“Are You A Realtor Marketing Through Internet?.....

 

….Are You Looking For How To Make Use Of Messenger Chatbot To Bring In More Prospect? If You Are Living In Lagos Let’s Meet at the Adeboye Civic Center, Ikorodu At About 8:00am On Monday 03/02/2020. We Make A FREE Launch Available. You Can Call This Number: +2348064XXXX For More Details”

 

Hence, in your entire advert strategy, never assume for your prospect but tell him what exactly he needs to do. And you must deploy this strategy by always include something like:

 

To attend call this phone number +2348064XXXX

 

To Access The Premium Contents Send Your Active Email To This Mobile Number +2348096XXXXX…..

 

To Get Our 3 Days One-On-One Consultation, Book Appointment Here…….

 

I think you get me right? Thanks for your attention. Let’s move on to the next principle.

 

PRINCIPLE NO 4 SAYS:

YOU MUST FIND MEANS TO KICK THE HABIT OF PROCRASTINATION FROM YOUR AUDIENCE ESPECIALLY AT THE POINT OF GETTING HIM TO COMMIT HIS RESOURCES (MONEY).

 

What do you understand by this principle above? Let me clear the issue like this: most of us are too lazy and like to put something we need to do now till unknown time that is what we called procrastination or laziness.

 

And to avoid prospects putting off your offer (product or service ad) till the time he might say LATER, and the worst part of it LATER never happen so you need to make him act now, I say now.

 

You must create something called a sense of urgency that will make him take action now, I think acting now is what you need from him nothing else.

 

How can you create sense of urgency in your ad?

 

Let’s agreed that you had already put your headline perfectly, the offer had been well crafted and call to action has been pointed out properly. Fine! You have done a great job but the sense of urgency can go like this:

 

ABO WIDE SERVICE LTD

 

“…..welcome to our office ad service centre, we offer our numerous customer FREE computer installation and one month basic desktop publishing training for FREE.

 

……OFFER ONLY VALID TILL THE END OF AUGUST, 30TH 2020”.

 

 

 

In the above ad message, the sense of urgency is: “OFFER ONLY VALID TILL THE END OF AUGUST, 30TH 2020”.

 

I think I’m communicating right? So, when next you are planning your ad message, don’t forget this principle, it is very important.

 

So, let’s move to the next principle.

 

THE 3 COMPLIMENTARY PRINCIPLES OF DIRECT MARKETING

THE PRINCIPLE NO 5 SAYS:

YOU NEED NOT TO NEGLECT HOW TO CHECK MAY BE YOUR AD IS WORKING AS PLANNED OR NOT

 

Yes, you got that principle above?

 

If you do neglect how your ad is performing or how it will likely perform. How will you know which customers come from the north and one that is reliable among your ad channels and the ad that can bring in more profit than the others.

 

So you need to put some system in place to check and test the possibility and profitability of your ad message.

 

This is one of the complimentary principles that aid your marketing and ad efficiency experience. How?

 

Please consider this very important if you don’t want to waste your hard earned money or waste your precious time. It simply means you need to track and test your ads performance. Please don’t despise this Principe!!!

 

What is ad tacking and testing? Tracking simply means finding out which of your ads is working and which one is not working while testing tells you which ads and offers are working more better so you know which one to drop and one to pick up for more efficiency and profitability.

 

So, by doing that you will know where to commit more resources and one you need to stop committing your hard earn resources.

 

Let me back up my story with typical example as listed below:

 

A case study of Garuba Anny a sport analyst and a coach: He had a football coaching centre with awesome coaching programme that he needed some lovers of football to attend. He decided to run an ad on this so as to get more candidate to put in for the coaching and he had budgeted N250,000 for this ad to take off and planned to run the ad on five most prominent platforms and channels.

 

Channel 1: Rugedity TV Station Lagos

 

Channel 2: Sportify Splash (Newspaper)

 

Channel 3: Facebook

 

Channel 4: O’Boy Sport Blog

 

Channel 5: Billboard placed at the front of “Shoprite”

 

So, after a week people started showing up at his coaching centre and he wanted to have a vivid understanding where this and that is coming from so he will be able to take right decision.

 

Based on the statistics and report he had at hand from the ad performance, below are the simple result that can help him make the next decision:

 

Channel 1 brought in 2 candidates

 

Channel 2 brought in 1 candidates

 

Channel 3 brought in 21 candidates

 

Channel 4 brought in 6 candidates

 

Channel 5 brought in 0 candidate

 

The total numbers of the candidates are: 2 + 1 + 21 + 6 + 0 = 30

 

And the coaching fee for each candidate is N10,000, and he committed N50,000 on each channel in order to run each ad for a week (7 days window).

 

So, let’s consider his profitability and tendency of continue with each ad channel in order to run more ad.

Therefore, by merely looking at the table nobody needs to tell you where Mr. Garuba need to commit more resource (money) and where he needed to stop wasting resources. Ok?

That is how effective tracking is as regards to your ad running and resource management. That is for AD TRACKING and let me just brief you about AD TESTING and how important it is.

Testing will enable you to know which ads are performing and why the other is not performing and the one that can be practically deployed and forget about the rest. Period!

 

For instance:

Same ad messages on same channel but with different offers, I meant you may be running ad for a client selling shoes and cloth. The ad messages can go like this:

“GOGU FASHION ARENA….

….we sell the latest London shoes and Italian men cloth at very friendly price. Buy one and get a man wrist watch or a belt for FREE”.

 

While the second can goes thus:

 

“GOGU FASHION ARENA……

……are you looking for where to get nice shoe and cloth for yourself or love one? We sell shoe and cloth for men; that speak classic and show the level of status. You shop for your choice from our online and we deliver at your door step for FREE”.

While the third one says:

 

“GOGU FASHION ARENA……

……………this is the home for men who cares about their status and love what is trending. Come now and we promise to give you the best outfit in shoe and cloth that meet international standard. If any of our products does not meet your expectation we refund you with 100% and you can keep the product”.

 Here you test the three ad message with different offers and get the one that is bringing in more customers and you concentrate on it. Simple! Though this seems so simple but most of the marketers do not count so much on this until they ran against life wire. Nonsense! Don’t be like this, ok?

 

Test and test until you know what work and what does not work, don’t base your marketing life on guess work but rather on proofing records that is the only way that separate the failure from the hero.

 

Let’s move on to the next principle.

 

THE PRINCIPLE NO 6 SAYS:

DON’T FORGET THAT CREDIBILITY MAKES YOU SELL PRODUCT FASTER, MUCH MORE, MORE WIDELY AND MORE PROFITABLY THAN THE PRICE TAG.

 

Yes, your product might be too cost than your competitors but your credibility will sell it better, faster and easier than them (competitors) all.

 

So, if this credibility is an asset like this, you that are just coming to the market and so new in the business how can you get such golden help that will boost your marketing and increase your profitability?

 

I will dissect this and you get your question answered properly. Ok?

 

Let me just share with you the elements of credibility, here I go:

 

v  Testimony

 

v  Recommendation

 

v  Data from Survey

 

TESTIMONY

What is testimony? It is statement of some current or past customers about your brand, product, or service that make others to give you no iota of doubt as regards whether to buy from you or not. It means they buy people’s trust neither your product nor your brand; but the trust of those that had past experience with your product or service. Simple!

 

So how can you get this and start using it to sell like a magic?

 

Here I come: just give some people whole or part of your product or service to test it and get some feedback from them. You can do this for free to them or just give them at little fragment of the main price because you know what you what to achieve with this strategy.

 

Though you might get both the negative and positive feedback from them but don’t worry over this outcome, just use the positive as bedrock to promote your product and use the negative to work more upon your product or service. It helps like a magic in any business I swear!

 

RECOMMENDATION

So, how could this be of any help in running my ad or crafting effective ad message?

 

The recommendation helps a lot especially when is coming from some experts in your field. The experts had built credibility and many audiences had been carefully selected, built and nurtured by them so any of their say over your product will make it go viral like magic and sell like water.

 

Get any expert in your field or market and let them recommend your product and service, is another means to get amazing credibility.

 

DATA FROM SURVEYS

What relevancy can this one achieve for me in my ad and how can I achieve this? Let’s talk in this now. Have you ever seen ad like the one below:

 

‘That is why we can’t manage not to prepare our fresh goat meat every Saturday and Sunday evening, 98% of our current customers are giving us feedback that will have no rival in term of delicious, friendly price and the hygienic environment”.

 

Or let’s read this too:

 

“it is no more a surprise that we are the number 1 logistic agent that help you shop, do surface inspection, buy good and ship to your door step within 24 hours.

 

90% of our clients had determined not to choose other logistic agent as long we are still on service”.

 

 Now can’t you wonder how and where they got those data [90%] from? You need to understand this strategy and start apply it in your marketing and ads methodology.

 

This is what you will need to do to be able to craft your ad massage like those ones above. Here I go:

 

You can get your product across to some group of people for free, and ask them for their feedback in form of questionnaires and when you get the feedback go ahead and put them in percentage and use it as exemplified above.

 

You can also dish out public survey as regards to your services in term of delivery rate, pricing, after service support and more related questions that can be gathered to form accurate feedback as per your product or services and use it to boost your credibility.

 

So, with that you can overcome credibility challenges, please don’t give excuses it’s doable.

 

So let’s move on to the last principle in this unbillable directing response marketing secrets I have been sharing with you.

 

PRINCIPLE NO 7 SAYS:

LET YOUR AD MESSAGE SHOW THE PROSPECT THAT HE HAS NOTHING TO LOOSE WHEN HE COMMIT HIS MONEY TO PURCHASE YOUR PRODUCT OR SERVICE.

 

This is where the wise always wins the race and fool remains in a spot. Get your message across in a clear tone that assures potential customer that the risk of buying your product or service is not on his shoulder that you are ready to take up the risk.

 

Please this is very, very, much important especially when the customer is not yet in contact with any of your product or service before, and there no sufficient any element of trust, therefore, make sure you apply this strategy, it helps a lot.

 

So how can you achieve this? Here I will show you some elements you can apply, so you can strategically shift the risk of buying your product off your customer’ shoulder and make it seems as if you will be the one to shoulder all the risks but practically you are not the only one, it is just a marketing tactics to gain the trust of any potential customers.

 

THE FOUR ELEMENTS TO APPLY ARE:

1.   Money Back Guarantee

 

2.   Product or Service Change Guarantee

 

3.   After Sales Support Guarantee (Follow Up Guarantee)

 

4.   Success Delivery Guarantee

 

 MONEY BACK GUARANTEE

 

 

This is a situation whereby you make a promise that if your customer later discovered that your product or service he bought does not meet up his expectation, you will tell him point and blank that you are ever ready to give him a refund of his money either in full or of a reasonable part.

 

Let me craft part of an ad message so you can see what I’m talking about.

 

“If you can spare me just 45 MINUTES, I’m ready to show you A-3 STEP to make your first ONE MILLION naira online as an affiliate…..

 

……if after 45 minutes of staying with me you can’t point out any reasonable clue that can help you to make your first ONE MILLION naira, I’m ready to give you 5G DATA of any service provider of your choice, so you have nothing to lose!”

 

 Here is the money back guarantee strategy: ‘I’m ready to give you 5G DATA of any service provider of your choice’

 

Another example is this:

 

AYZ COSTMETICO LTD

 

 “90% of our customers had already promised to recommend any of our products to their friends and relatives because of unmatched quality products and our quick delivery system.

 

….buy any of our products today and you will definitely like to recommend any of our products when you purchase one and more so you have nothing to lose because will have 60 days 100% money back guarantee”.

 

 Here is another money back guarantee strategy: “will have 60 days 100% money back guarantee”.

 

It means if I buy any of the product of AYZ Costmetico Ltd I can return it if the product doesn’t meet my standard within 60 days of purchase. This is another way of using credibility to market your product that can add more juices to your ad message.

 

Tip: To make use of money back guarantee as a strategy please make sure you sell product or render service of good quality that can make your customer pray for you otherwise you are looking for serious trouble. Ok?

 

PRODUCT OR SERVICE CHANGE GUARANTEE

To build another means of selling your product or service reliably especially when the potential customer had never tried any of your product or service, you need this one too.

 

This is another way of building and making use of credibility, you can provide another product or service of same monetary value to customer that bought your good and later complained.

 

Here you are not losing money, if you are selling digital product like ebook you can decide to send another ebook to same customer as to make him happy and ask him to keep the first one. That is what I called product or service change guarantee. You just need to apply wisdom in this aspect. Ok?

 

AFTER SALE SUPPORT GUARANTEE

This gives a lots of marketers nightmare because they are too busy with many activities. They sold their product and hands up without monitor or check on the clients to know how he or she is doing.

 

This can forfeit your product or service genuity and lead to customer complain, some people are too lazy and they can procrastinate too much so in order defeat this you need to assure you have system in place that can support after sales guarantee so you can include this in your ad message. Potential customers like this kind of commitment.

 

Something like this:

 

“are you a business owner but yet to have your business presence online?

 

…..we help you branding your business to match the current trend by bringing your entire or part of your business online

 

We design logo, customize Facebook business page, Twitter handle, Instagram business page and build professional website for individual, business owner and cooperate body.

 

And will give you 3 months support after project delivery so as see you doing great”.

 

 I think you can see this: “will give you 3 months support after project delivery” 

 

SUCCESS DELIVERY GUARANTEE

Yes! I think you can ready the line above.

 

Success delivery guarantee, yes you need to sell product that really guarantee success and profitability that I what everyone that wanted to purchase your product or service are seriously looking for not your selfish interest or ripping them their hard earned money. Marketing should be win-win game not otherwise.

 

So, giving potential customers that your product or service will not rip them off their hard earned money will make them rest assure that they are investing in something that will change their present condition for better thereby giving you opportunity and credibility to sell more of your stuff. I think you can relate with me now?

 

Something like this:

 

“this is the major reason why 98% of our customers swear that they can’t manage not to attend our quarterly seminar because they always come back and give their personal testimonies how the knowledge gained from the seminar keep on changing their financial life.

 

So we guarantee you that your testimony shall be one of the testimonies we will feature in our weekly business magazine, just give us a trial”.

 

 Here is the thing: “we guarantee you that your testimony shall be one of the testimonies we will feature in our weekly business magazine”.Wahoo! This journey was so much great, but before you close up your mind on this article let me ask you that what next do you want me to publish absolutely on Freedoz for you as a great member? Drop your comment it matter o much.

 

Thanks.

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I'm a certified international strategic manager (ISMI), seasoned infopreneur, digital marketer and business consultant. I help people to discover what it takes to make customer buy and while the customer should be at the center stage of our activities.

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